Spotlight on Grapes: Will new varieties replace old favorites?

There was a time not so long ago when U.S. consumers shopped for three kinds of table grapes: red, green (also known as white) and, occasionally, purple (also called black). For many years, those were the only choices. How times have changed.

These days, U.S. annual consumption of grapes of every color is just over 10 pounds per capita.

And now there are so many more to choose from: Cotton Candy, Muscadine, Gum Drop, Moon Drop (or Witch Fingers), Red Globe, tiny Champagne grapes which are native to Greece, and the list goes on.

We now live in a grape lover’s paradise. Of course, the time-honored red, green, and purple grapes are still around, but there are dozens of new varieties to sample.

Colorful, Flavorful, and Well-Traveled

Few places are more attentive to the ebbs and flows of the industry than California, where many grower-shippers, importers, exporters, and marketers ply their trade.

It’s not surprising since the Golden State is the nation’s top producer of table grapes, accounting for 99 percent of domestic supply—a staggering 800 million to 900 million pounds per year, valued at more than $2 billion.

The state grows more than 80 varieties of grapes, but the crop isn’t destined just for U.S. grocery retailers, restaurants, processors, and home kitchens.

In fact, nearly 30 percent of the yearly harvest is earmarked for Canada and Mexico first, then to far-flung Asian markets like Australia, South Korea, Taiwan, and Japan.

According to the USDA, domestic growers produce about 650,000 tons of table grapes annually. While this volume means a broad range of varieties, the most popular for fresh consumption remain green (or white) seedless and red seedless.

Beyond the standard favorites, producers and distributors around the country also point to rising demand for other varieties and trademarked specialty grapes, such as Sweet Celebration, Sweet Globe, Ruby Rush, AutumnCrisp, Flame Seedless, Scarlet Royal, Sweet Jubilee, and more.

Jon Zaninovich, president of Jasmine Vineyards, Inc. BB #:111953 in Delano, CA, notes the buzz around the Summer Crunch and Great Green varieties.

“These newer varieties are popular because they offer a superior eating experience—high brix and a distinct ‘pop’ when you bite into them,” he says.

“These newer varieties are popular because they offer a superior eating experience—high brix and a distinct ‘pop’ when you bite into them.”

According to Ethan Williams, president of Vanguard International USA, Inc. BB #:300298 in Issaquah, WA and Vanguard Direct, LLC BB #:338552 in Bakersfield, CA, the company isn’t offering new varieties in 2026.

Instead, it’s increasing volume of two early red varieties—Ruby Rush and Sugra57—to complement its popular green seedless Ica Crunch.

Vanguard Direct delivers year-round grape supply from growers in California, Peru, Chile, and Mexico; nearly 50 percent of its exports are earmarked for the United States, while the other half goes to countries across Asia, Europe, and Latin America.

What’s New?

There’s always something new to talk about in the table grape business, whether it’s varieties, innovative materials, growing techniques, technology usage, or sustainability.

More efficient packaging is high on the list for Jasmine Vineyards. “We’re always testing and implementing sustainable packaging options that best serve our customers,” Zaninovich says.

“We continue to offer our ‘Zero-Waste’ loose pack bunches for retailers looking to reduce their footprint,” he continues.

“We also use our Fresh Alerts newsletter to give buyers a virtual ‘field inspection’ or size and brix levels before they even place an order.”

Weather Worries

These days, the grape industry also has inflation, tariffs, global conflict, supply chain disruptions, labor issues, and a recent forecast for another El Niño to add to its list of challenges.

But when it comes to growing produce of any kind, weather tends to be the top concern.

“We’ve seen more dramatic weather events over the last 10 to 20 years, but not every year,” observes Stephen Harmer, vice president of sales and marketing for Los Angeles, CA-based Grapeman Farms, LP BB #:274451, a year-round supplier and marketer.

“But when you’re growing grapes year-round, there’s always potential for dramatic weather,” he adds.

Another hurdle is water, one of the biggest concerns for growers in the country’s biggest grape-producing state. Increased irrigation during an especially dry season pushes up costs, while a badly timed storm can do serious damage to the crop depending on when it occurs.

“It’s a constant factor we have to manage,” confirms Zaninovich. “Fortunately, California weather is usually on our side.”

“It’s a constant factor we have to manage—fortunately, California weather is usually on our side.”

Labor and Costs

Labor is uniquely challenging for table grape producers. Unlike wine grapes, the harvesting process isn’t mechanized yet. Whether they’re grown in Chile or the San Joaquin Valley, table grapes are picked by hand—the industry standard worldwide.

“Table grapes are sensitive and damage easily, which makes them a very labor-intensive crop,” comments Harmer. With this delicacy pushing up labor costs, he says it’s harder to compete with other growing regions where pay is lower than in the United States.

A more recent bump in the road has been the Trump administration’s tariffs. Growers in affected countries are paying an additional $2.00 to $2.50 per box shipped, which may not sound like much but over time will negatively impact growers and, as a result, U.S. consumers.

“We didn’t see less fruit come to the United States, but the growers felt it for sure,” Harmer says.

Vanguard’s Williams agrees, noting the situation remains fluid for now. “As the supply/demand picture becomes clearer, we could very well see more volume get allocated to Europe and Latin America.

“The ultimate challenge continues to be uncertainty.”

“The ultimate challenge continues to be uncertainty.”

What About Competition?

California may dominate the table grape industry in North America, but the biggest global producer is China, which accounts for nearly half of the world’s supply.

Exporters, distributors, and growers in the United States have definitely noticed the country’s market dominance in recent years.

Harmer acknowledges China’s market strength and its effect on the landscape of the table grape industry. “We used to ship a lot more to the Far East,” he says, but these days Grapeman Farms doesn’t ship as much to Asian countries.

Closer to home, there’s plenty of competition from growers in South America. “During the shoulders of our season, we keep a close eye on the Southern Hemisphere, particularly Peru and Chile,” Zaninovich notes.

“It’s healthy competition, but we stay focused on the flavor and quality that comes from being family-owned.”

Gazing into the Crystal Ball

What does the next year hold for the table grape industry? Greater demand, higher volume, tricky weather, inconvenient politics? All of the above?

Williams predicts a resurgence in demand for red seedless grapes, even though consumer tastes have favored green grapes in recent years. “I believe new early-season varieties like Ruby Rush will aid in generating greater demand balance.” 

For its part, Jasmine Vineyards is focusing on improving its packaging, reducing its water usage, and broadening its sustainability efforts. To that end, the company has undertaken several initiatives.

“We’ve had great success with mulching, which enriches the soil with nutrients and has a natural cooling effect that helps us conserve water in the San Joaquin Valley,” Zaninovich explains.

“We’re also constantly monitoring our drip irrigation lines to ensure we’re delivering water precisely where the vines need it most.”